Brand Experience and Activation > Touchpoints & Technology

TVS IQUBE 1-2-3

DENTSU CREATIVE, Bangalore / TVS IQUBE / 2023

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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

The iQube campaign rejected a one-size-fits-all approach by accurately identifying a diverse range of interests and passions reflected in its target audience. Rather than adopting a generic communication strategy, a series of highly customised and snackable content bites were created and served to relevant segments at relevant stages. Content-first strategies allowed the brand to establish relevance for the iQube in the consumer's life while demystifying the Electric Vehicle category, which had been facing challenges with consumer acceptance. Hyper-targeted, engaging and customized-to-segment content took the consumer on a journey of delight and therefore made the iQube seem relatable and accessible.

Background

Situation: Among the 2-wheeler universe, electric vehicles represent a new category and a new type of consumer, who is digitally savvy, educated, environmentally conscious, and has a specific self-image. The auto industry has traditionally adopted a demand-generation approach to marketing, but a new EV category coupled with a new, non-traditional consumer called for a new strategy.

Brief: Our brief, therefore, was to go beyond the usual ‘features and benefits’ conversation and instead focus on building relevance for the TVS iQube in the lives of our TGs

Objectives: We therefore set out to achieve 3 objectives for the launch campaign:

1.To simplify and demystify a relatively new category, the 2-wheeler electric vehicle, as well as demonstrate how the scooter can seamlessly fit into our consumers’ lives

2.To address and allay skepticism around EVs with respect to safety, efficiency, range and charging infrastructure

3.To build confidence around delivery timelines

Describe the creative idea

While there was a discernible buzz around electric vehicles and evident consumer curiosity, there were also several consumer apprehensions about the electric ecosystem in general, such as Range Anxiety, Higher acquisition costs, longer delivery timelines and the availability of charging infrastructure.

Hence, the key challenge was to devise a communication strategy that would demystify the electric vehicle category as well as build relevance for the iQube in the consumers’ lives, demonstrating not only WHY the iQube was a great scooter, but also HOW it was a perfect fit.

Our central idea thus focused on creating the most optimal CX journey, using a 2-pronged campaign strategy:

1. An overall campaign to address concerns around the Total Cost of Ownership and range anxiety called ‘The Story of 1-2-3: 1 week, 2 charges, 3 a day’

2. A content strategy on passion points both on & off category for consumer segments

Describe the strategy

Target Audience: We started our process by conducting a consumer research study to collect a breadth of qualitative data on our TG, which included men between the ages of 20-40 across 4 metros who either owned or intended to own an electric 2-wheeler. A digital ethnography was undertaken through a series of interviews that led to detailed mapping of their needs, behaviors, journeys, and experiences. With these insights were able to create a broad range of consumer personas, where we identified both the common expectations consumers had for EVs as a category as well as points at which they differed.

Approach: Armed with these key consumer insights we re-examined the marketing funnel with first-party data, placing the focus on customer engagement instead of lead generation and replaced advertising with content at every stage. We were thus able to create a paradigm shift and redefine the traditional approach to marketing

Describe the execution

Implementation: We undertook the following execution strategy for each stage of the marketing funnel:

 Top of Funnel: Bringing the iQube ‘Smartly Simple’ lifestyle alive by creating engagement and relevance through “snackable” content across various interest areas and associations with EVs

 Middle of Funnel: Customised communications by creating differentiated static and video content to hyper-target specific segments

 Bottom of Funnel: Relevant ACM Campaigns to capitalize on higher organic traffic, Bookings based call to actions, intelligent algorithm for correct choice of dealership ensuring faster deliveries, KPI based communication (petrol prices/weather)

Placement: Each stage of the funnel leveraged the most appropriate channels to drive maximum impact:

 ToFu (High on TARGETING): SM platforms such as IG, FB, Twitter and OTT platforms

 MoFu(High on TARGETING): DV 360, InShorts and key media and OTT channels

 BoFu (High on DISCOVERY): Google Display, YouTube, Bike portals

List the results

Our approach of hybrid solutions (Inhouse + Agency) created the ability to frugally generate content at scale and build overall healthy brand equity. The results across different levels of Marketing funnel were higher than industry averages in India.

 Average Video Engagement Rate (by impression)

 Instagram ~ 16%

 Facebook – 43%

 Average Static post engagement rate (by impression)

 Instagram- 14%

 Facebook – 11%

 Average CTR on FB: 0.8% (Industry ~ 0.5%)

 Average CTR on DV 360: 0.6% (Industry ~ 0.4%)

 InShorts CTR 0.9% (Industry ~0.3%)

 Google Display CTR 1.3% (Industry ~ 0.4%)

 Personalized, relevant and non-advertising content at scale drove higher organic traffic eventually resulting in

 Booking cost dropped by 13%

 Booking conversion rate ~226% (Booking over total traffic to site)

Currently, TVS iQube is the second largest EV brand in its segment clocking a growth rate of >800%!

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